At a time when most persons in her sector are going home, Ita Burnett is busy making her way to work. When most have arrived home and are ready to spend time with family and friends, Miss Burnett is busy opening her clothing stall in the still bustling Half-way Tree near the clock. To many, this may seem surprising especially since most businesses that sell clothes do so during the days. But for Miss Burnett her opening hours represent an opportunity to capitalize on her peak business hours.
“I find that clothes didn’t do well in the days here in Half-way Tree. The people who sell juice and snacks do very well in the days because most people buy that at that time but as a clothes person, business didn’t go so well. Also, the sun is very hot so people won’t stop to look at what you are selling,” said Mrs. Burnett as she opened her stall in Half-way Tree.
“When we open this time (5 p.m.) people stop and buy from us. I find that because most places that sell clothes – downtown (Kingston), here in Half-way Tree and the big clothes store are closed at that time, they come here (to us). People going parties and so on at nights or are coming straight from work and have a party or event to go to but can’t go home and change stop here and buy from us. So we open this time of the evening and go up to one sometimes,” she said.
Mrs. Burnett has been a micro entrepreneur all her life. She has never worked for anyone and started selling after leaving school. At first, she sold snacks and other items but ventured into selling clothes after realizing that it was more lucrative.
“Being in business gives me a sense of independence and makes me feel good knowing I don’t have to depend on anyone,” she said as she waved to a customer who was passing her stall. “I was born here in Kingston and from I was young I wanted to do business. I couldn’t bother with working for people so I decided to do my own thing,” she stated.
The 60-year-old, who is the mother of five children, has been in Half-way Tree for the last 10 years after relocating from downtown Kingston. She sells female clothes primarily but occasionally offers garb for males. Her decision to move to Half-way Tree came as a result of her former location being crowded and also the fact that her spot was not always stable.
“I used to be under the big tree downtown in parade,” she said while removing the items for sale from her stall. “But business was not so good down there and I got tired of running from the police at times. So, I came here,” she said smiling.
Mrs. Burnett decided to relocate after hearing stalls were available for rent in Half-way tree. She applied to the Kingston and St. Andrew Corporation (KSAC) and was successful. Since relocating, Mrs. Burnett has developed a loyal customer base. Her customers are all ages from late teens to persons in their 50s.
“The young ones tend to buy party clothes but the older persons buy items for church, funerals, weddings and even parties too. When they come and buy, I give them my number and they tell others. Also, if they want anything they call me and order and I source it for them,” she said as she pointed to the mannequins at the front of her stall before touching an outfit that hung from the roof of her stall.
Mrs. Burnett sources most of her fashion from overseas and makes her purchases based on what her customers’ request. When she is abroad, her youngest daughter mans her stall and takes orders on her behalf. These requests can even include outfits for work and church; but most customers stick to casual wear. When the clothes arrive, most of her customers pick it up at her stall. For those buying from her for the first time, Mrs. Burnett provides space inside her stall them to try on their outfits.
“They fit the clothes between the stalls. It’s night so most of them have no problems. Some just look at the size and just buy what they want without trying it,” she said.
Holidays and weekends are her best time especially when Christmas is approaching.
“You will find that that is a very busy time and we will be out her until even 3 in the morning. Weekends are also good especially when you have a lot of parties. Like how holidays coming up again, we will get more people stopping here,” she said.
Shortly after moving to Half-way Tree, Mrs. Burnett was introduced to JN Small Business Loans in 2004 after needing money to purchase additional items. She received $30,000 from the island’s premier microfinance agency after using her furniture as collateral. Ten years on, she is still doing business with the loan company and is happy that they have been able to assist her over the years.
“JN Small Business really helped me with my business. I have been able to keep my customers happy especially during the slow periods like from January to March when you know that it is tamarind season. So it helps to buy goods and sell. As long as you pay back on time they will always be there for you,” said Mrs. Burnett.
General Manager for JNSBL Philip Bernard said Mrs. Burnett’s efforts should be admired and commended.
“She has been a loyal client over the years and is an epitome of what it means to offer good customer service. The fact that she works odd hours and has been able to build a customer base speaks volumes of her dedication to doing well. I am truly proud of her efforts and emphasis on customer service. We hope her business will continue to grow and we will be here to offer her continued support if called upon,” he said.
Although happy at her stall in Half-way Tree, Mrs. Burnett is eager to build her business. At present, she does not sell male fashion items on a regular basis but wants to change that in the near future.
“I don’t sell a lot of male stuff because I find that they don’t sell as fast as the female clothes. But I want to do so more often at some point. I find that sometimes males will come here for stuff but since I don’t sell it often I send them to another stall,” she said as she pulled a nearby chair closer in order to sit.
“I have sometimes thought of opening a store but I am not ready for that yet. I hope to do so soon though,” she said.
Despite being happy in Half-way Tree she however has one problem and hopes the authorities will do something about it soon.
“The only problem we have out here is the people who pass when we are not here and urinate. We hope that they find a way to stop it soon as it is the only thing that bothers us out here,” she said.
